European Tour Destinations, the global network of world-class golf clubs and resorts, attended the event with representatives from five of its venues: Costa Navarino in Greece, Spanish resorts La Hacienda Links Golf Resort and 2031 Ryder Cup host venue Camiral, and the Algarve’s Palmares Ocean Living & Golf and Quinta do Lago.
The annual event, which took place in Mexico’s Riviera Maya this year, is widely regarded as one of the most influential golf tourism trade events in the world, giving the destinations new commercial opportunities with key buyers and travel specialists.
Ian Knox, Head of European Tour Destinations, said: “While Scotland and Ireland remain the leading international destinations for golfers from the US and Canada, operators reported rising interest in mainland Europe, driven by expanding direct air routes, favourable exchange rates and the appeal of year-round golf in destinations including Spain, Portugal, France and Greece.”
Experience-led travel
Event attendees highlighted a marked shift towards experience-led travel, with North American golfers increasingly seeking holidays that extend beyond the fairways to include local culture, gastronomy and wellness.
“According to the operators, North American golfers want to experience a destination like a local,” Knox continued. “Cultural immersion and authentic moments are the defining motivators. The destination itself matters as much as the course.
“Venues can cater to this demand by offering the full package. For example, golf, wellness and gastronomy alongside access to local experiences such as city tours and wine tasting.”
The pull of prestige
Industry sentiment also indicates that North Americans want to play the very best courses, so rankings success and a legacy of tournament hosting matters.
“The announcement of Camiral as the 2031 Ryder Cup host venue will significantly boost its appeal to American tourists,” said Knox. “That creates a positive impact on other top courses in Spain, too.”
Demand remains resilient despite broader economic headwinds
Tour operators consistently reported that wider economic challenges have had little impact on demand for outbound golf travel from the US and Canada.
Knox said: “The global economic climate of inflation and the rising cost of living is not proving a barrier because the majority of North American outbound golf travellers are high-net-worth individuals.”
He concluded: “Events like the NAC are invaluable because they allow venues to build relationships with key tour operators and strengthen their long-term international positioning in golf travel. It also gives them a good feel for the different outbound markets, allowing them to adapt their offerings and strategies accordingly.”
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